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Apple Introduces the 'Unapologetically Plastic' iPhone 5C

Phone Price Starts at $99

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A single piece of polycarbonate, a steel frame and multiple colors come together for the new iPhone 5C, Apple's newest phone that was introduced today at a town hall event by Phil Schiller, Apple's senior VP of worldwide marketing. The new phone will retail for a paltry (for Apple) $99 for the 16 gigabyte version and $199 for 32 gigs. It comes in five colors, a departure for Apple, which has traditionally offered its phones in just black and white. Made "unapologetically" out of plastic, says Apple SVP/Design Jony Ive, who appears uncharacterically unenthused in the intro video, The phone is made "unapologetically" out of plastic, says Apple SVP/Design Jony Ive, in the intro video. It also features iOS 7, which has a new interface, new options for Siri and control center, AirDrop and iTunes Radio. It has the same A6 processor as in the iPhone 5.

The phone, which was introduced alongside a new iPhone 5S (available in silver, champagne and grey) marks a new strategy for Apple, whose phones have traditionally been too expensive, especially in emerging markets. The hope is that an enlarged presence in those marketers will help Apple's fortunes. The phone will be available in the US, Australia, Canada, China and France, among other countries. The introductory video, which used to be Apple's forte, seems to be devoid of the spark of its predecessors--feeling a bit forced, and a little less enthusiastic than those that were truly introducing a revolutionary, game-changing new product.

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Date
Sep 10, 2013
Client:
Apple
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Latest Creativity News on Ad Age

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